Course Description
Course | Code | Semester | T+P (Hour) | Credit | ECTS |
---|
MODERN MARKETING in HEALTH SERVICES | SEKY1167280 | Fall Semester | 3+0 | 3 | 8 |
Prerequisites Courses | |
Recommended Elective Courses | |
Language of Course | Turkish |
Course Level | Second Cycle (Master's Degree) |
Course Type | Elective |
Course Coordinator | Prof.Dr. Yeter USLU |
Name of Lecturer(s) | |
Assistant(s) | Rsc. Ast. Büşra AYDINLI |
Aim | To provide the students with basic theoretical knowledge and skills needed for effective marketing techniques and applications in the health sector. |
Course Content | This course contains; Introduction, context, course aims, marketing concept,Development of healthcare marketing, Properties of Services, development of healthcare sector and properties of healthcare services,Consumer behaviour in healthcare,Marketing information systems and marketing research,Market segmentation, targeting, positioning; Strategic marketing planning & growth strategies,,Product and product development strategies,Price and pricing strategies,Promotion in healthcare,Distribution, distribution channels management and managing demand,People, physical evidence & Process management,Brand, Branding and Reputation Management in Health Services,General Perspective on New Media and Digital Marketing in Healthcare,Marketing, Branding and New Media in Healthcare Services,Overall assessment and review. |
Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
4.Comprehend the role and responsibilities of management in healthcare marketing | 10, 16, 9 | A, E |
1. Acquire basic information about marketing techniques and practices in Healthcare. | 10, 16, 9 | A, E |
2. Lists the forces promoting marketing in healthcare and knows the relationship between the environmental factors marketing . | 10, 16, 9 | A, E |
3. Will develop, implement and assess a strategic marketing plan. | 10, 16, 9 | A, E |
5. Comprehend decision-making process and classification of health care consumers. | 10, 16, 9 | A, E |
6. Learn the extended marketing mix in healthcare. | 10, 16, 9 | A, E |
7. Lists the differentiating factors of marketing of healthcare services | 10, 16, 9 | A, E |
8. Explains customer relationship management techniques. | 10, 16, 9 | A, E |
9. Manages customer databases and portfolios. | 10, 16, 9 | A, E |
Teaching Methods: | 10: Discussion Method, 16: Question - Answer Technique, 9: Lecture Method |
Assessment Methods: | A: Traditional Written Exam, E: Homework |
Course Outline
Order | Subjects | Preliminary Work |
---|
1 | Introduction, context, course aims, marketing concept | Reading lecture notes |
2 | Development of healthcare marketing, Properties of Services, development of healthcare sector and properties of healthcare services | Reading lecture notes |
3 | Consumer behaviour in healthcare | Reading lecture notes |
4 | Marketing information systems and marketing research | Reading lecture notes |
5 | Market segmentation, targeting, positioning; Strategic marketing planning & growth strategies, | Reading lecture notes |
6 | Product and product development strategies | Reading lecture notes |
7 | Price and pricing strategies | Reading lecture notes |
8 | Promotion in healthcare | Reading lecture notes |
9 | Distribution, distribution channels management and managing demand | Reading lecture notes |
10 | People, physical evidence & Process management | Reading lecture notes |
11 | Brand, Branding and Reputation Management in Health Services | Reading lecture notes |
12 | General Perspective on New Media and Digital Marketing in Healthcare | Reading lecture notes |
13 | Marketing, Branding and New Media in Healthcare Services | Reading lecture notes |
14 | Overall assessment and review | Reading lecture notes |
Resources |
Lecture Notes. |
1. Tengilimoğlu, Dilaver, Sağlık Hizmetleri Pazarlaması, 2. Baskı, Ankara, 2012 2. Sağlık Hizmetlerinin Pazarlaması ve Reklamın Etkileri, Yrd.Doç.Dr. Sefer Gümüş, Derya Toy, Hiperlink Yayınları 3. Sağlık Hizmetleri Pazarlaması, Nevin Altuğ- Şeniz Özhan, Paradigma Akademi 4. Sağlık Sektöründe Uygulanan Güncel Pazarlama Yaklaşımları, Abdulvahap Baydaş, Fuat Yalman, Kriter Yayınevi. |
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications |
No | Program Qualification | Contribution Level |
1 | 2 | 3 | 4 | 5 |
1 | (S)he uses theoretical knowledge in health economics | X | | | | |
2 | (S)he analyses and interprets empirical studies in health economics. | | X | | | |
3 | (S)he proposes policies at both micro and macro level in the face of problems in health economics. | | | | | |
4 | (S)he uses mathematical and statistical methods that are necessary for health economics. | | | | | |
5 | (S)he uses at least one computer program utilized for analyses in health economics (SPSS, Eviews, STATA, R ve MATLAB). | | | | | |
6 | (S)he has the management culture required to solve existing and potential problems encountered in practice. | X | | | | |
7 | (S)he develops both individual- and team-work based qualified projects. | | | | | |
8 | (S)he develops (her) his awareness of lifetime learning, follows the developments in (her) his field and adopts a critical approach. | X | | | | |
9 | (S)he shares (her) his opinions and suggestions relying on quantitative and qualitative data with relevant parties (bureaucrats, experts, business people, bankers etc.) through a social conscience. | | | | | |
10 | (S)he delivers (her) his opinions by making effective use of modern technologies and of at least one foreign language. | | | | | |
11 | (S)he processes professional information in light of ethical values and social rights. | | | X | | |
12 | (S)he can contribute to health economics based on the proficiency (s)he obtained in the field. | | | X | | |
Assessment Methods
Contribution Level | Absolute Evaluation |
Rate of Midterm Exam to Success | | 50 |
Rate of Final Exam to Success | | 50 |
Total | | 100 |
ECTS / Workload Table |
Activities | Number of | Duration(Hour) | Total Workload(Hour) |
Course Hours | 14 | 3 | 42 |
Guided Problem Solving | 14 | 4 | 56 |
Resolution of Homework Problems and Submission as a Report | 1 | 8 | 8 |
Term Project | 1 | 60 | 60 |
Presentation of Project / Seminar | 1 | 5 | 5 |
Quiz | 1 | 1 | 1 |
Midterm Exam | 1 | 31 | 31 |
General Exam | 1 | 32 | 32 |
Performance Task, Maintenance Plan | 0 | 0 | 0 |
Total Workload(Hour) | 235 |
Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(235/30) | 8 |
ECTS of the course: 30 hours of work is counted as 1 ECTS credit. |
Detail Informations of the Course
Course Description
Course | Code | Semester | T+P (Hour) | Credit | ECTS |
---|
MODERN MARKETING in HEALTH SERVICES | SEKY1167280 | Fall Semester | 3+0 | 3 | 8 |
Prerequisites Courses | |
Recommended Elective Courses | |
Language of Course | Turkish |
Course Level | Second Cycle (Master's Degree) |
Course Type | Elective |
Course Coordinator | Prof.Dr. Yeter USLU |
Name of Lecturer(s) | |
Assistant(s) | Rsc. Ast. Büşra AYDINLI |
Aim | To provide the students with basic theoretical knowledge and skills needed for effective marketing techniques and applications in the health sector. |
Course Content | This course contains; Introduction, context, course aims, marketing concept,Development of healthcare marketing, Properties of Services, development of healthcare sector and properties of healthcare services,Consumer behaviour in healthcare,Marketing information systems and marketing research,Market segmentation, targeting, positioning; Strategic marketing planning & growth strategies,,Product and product development strategies,Price and pricing strategies,Promotion in healthcare,Distribution, distribution channels management and managing demand,People, physical evidence & Process management,Brand, Branding and Reputation Management in Health Services,General Perspective on New Media and Digital Marketing in Healthcare,Marketing, Branding and New Media in Healthcare Services,Overall assessment and review. |
Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
4.Comprehend the role and responsibilities of management in healthcare marketing | 10, 16, 9 | A, E |
1. Acquire basic information about marketing techniques and practices in Healthcare. | 10, 16, 9 | A, E |
2. Lists the forces promoting marketing in healthcare and knows the relationship between the environmental factors marketing . | 10, 16, 9 | A, E |
3. Will develop, implement and assess a strategic marketing plan. | 10, 16, 9 | A, E |
5. Comprehend decision-making process and classification of health care consumers. | 10, 16, 9 | A, E |
6. Learn the extended marketing mix in healthcare. | 10, 16, 9 | A, E |
7. Lists the differentiating factors of marketing of healthcare services | 10, 16, 9 | A, E |
8. Explains customer relationship management techniques. | 10, 16, 9 | A, E |
9. Manages customer databases and portfolios. | 10, 16, 9 | A, E |
Teaching Methods: | 10: Discussion Method, 16: Question - Answer Technique, 9: Lecture Method |
Assessment Methods: | A: Traditional Written Exam, E: Homework |
Course Outline
Order | Subjects | Preliminary Work |
---|
1 | Introduction, context, course aims, marketing concept | Reading lecture notes |
2 | Development of healthcare marketing, Properties of Services, development of healthcare sector and properties of healthcare services | Reading lecture notes |
3 | Consumer behaviour in healthcare | Reading lecture notes |
4 | Marketing information systems and marketing research | Reading lecture notes |
5 | Market segmentation, targeting, positioning; Strategic marketing planning & growth strategies, | Reading lecture notes |
6 | Product and product development strategies | Reading lecture notes |
7 | Price and pricing strategies | Reading lecture notes |
8 | Promotion in healthcare | Reading lecture notes |
9 | Distribution, distribution channels management and managing demand | Reading lecture notes |
10 | People, physical evidence & Process management | Reading lecture notes |
11 | Brand, Branding and Reputation Management in Health Services | Reading lecture notes |
12 | General Perspective on New Media and Digital Marketing in Healthcare | Reading lecture notes |
13 | Marketing, Branding and New Media in Healthcare Services | Reading lecture notes |
14 | Overall assessment and review | Reading lecture notes |
Resources |
Lecture Notes. |
1. Tengilimoğlu, Dilaver, Sağlık Hizmetleri Pazarlaması, 2. Baskı, Ankara, 2012 2. Sağlık Hizmetlerinin Pazarlaması ve Reklamın Etkileri, Yrd.Doç.Dr. Sefer Gümüş, Derya Toy, Hiperlink Yayınları 3. Sağlık Hizmetleri Pazarlaması, Nevin Altuğ- Şeniz Özhan, Paradigma Akademi 4. Sağlık Sektöründe Uygulanan Güncel Pazarlama Yaklaşımları, Abdulvahap Baydaş, Fuat Yalman, Kriter Yayınevi. |
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications |
No | Program Qualification | Contribution Level |
1 | 2 | 3 | 4 | 5 |
1 | (S)he uses theoretical knowledge in health economics | X | | | | |
2 | (S)he analyses and interprets empirical studies in health economics. | | X | | | |
3 | (S)he proposes policies at both micro and macro level in the face of problems in health economics. | | | | | |
4 | (S)he uses mathematical and statistical methods that are necessary for health economics. | | | | | |
5 | (S)he uses at least one computer program utilized for analyses in health economics (SPSS, Eviews, STATA, R ve MATLAB). | | | | | |
6 | (S)he has the management culture required to solve existing and potential problems encountered in practice. | X | | | | |
7 | (S)he develops both individual- and team-work based qualified projects. | | | | | |
8 | (S)he develops (her) his awareness of lifetime learning, follows the developments in (her) his field and adopts a critical approach. | X | | | | |
9 | (S)he shares (her) his opinions and suggestions relying on quantitative and qualitative data with relevant parties (bureaucrats, experts, business people, bankers etc.) through a social conscience. | | | | | |
10 | (S)he delivers (her) his opinions by making effective use of modern technologies and of at least one foreign language. | | | | | |
11 | (S)he processes professional information in light of ethical values and social rights. | | | X | | |
12 | (S)he can contribute to health economics based on the proficiency (s)he obtained in the field. | | | X | | |
Assessment Methods
Contribution Level | Absolute Evaluation |
Rate of Midterm Exam to Success | | 50 |
Rate of Final Exam to Success | | 50 |
Total | | 100 |
Numerical Data
Ekleme Tarihi: 23/11/2023 - 09:46Son Güncelleme Tarihi: 23/11/2023 - 09:47
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